Businesses investing in web analytics have found that their online conversion rates increased as a result, new figures from research company Aberdeen Group, backed by Site Intelligence, have indicated.

According to the survey, conversion rates improved by 76 per cent year-on-year for those taking part in the study, with an increase from two per cent to seven per cent for those online marketing services using web analytics, Econsultancy reports.

Commercial director at Site Intelligence David Pool noted that the challenge for firms is to make sure they have "strong action plans" in place to "improve sales and profitability" by ensuring "the right information reaches the right segment of business".

Leading conglomerates were highlighted by the research as having defined metrics to measure success on the web, as well as a process for circulating information to relevant people within their organisations.

Earlier this month, a study by Enconsultancy and RedEye was released, which revealed that 70 per cent of firms have seen a yearly increase in conversion rates, with 82 per cent of agencies also witnessing a rise in this area.

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